The psychological premise of spatial presence in 360° virtual tours: the role of the spatial situation in first-time and repeat users

Abstract

Purpose

This study aims to construct a two-step model to examine how passive (mental imagery and immersion) and active (engagement) responses build a spatial presence in 360° virtual tours by constructing the spatial situation. This study further tests the difference between first-time and repeat users in building a spatial presence.

Design/methodology/approach

Systematic sampling was applied to collect data. Valid data from 355 participants were analysed using partial least squares structural equation modelling.

Findings

The results show that other than the direct effect of engagement on spatial presence, the spatial situation partially mediates the effects on the spatial presence of two passive responses. Through comparative analysis of the three models, this study confirms that the two-step model provides a better fit for the data. For repeat users, the spatial situation is the major source of spatial presence.

Practical implications

The results offer suggestions for destination marketers to develop effective virtual tours to induce the spatial presence of repeat users and first users.

Originality/value

This study contributes a two-step model for researchers to consider the mediating role of the spatial situation in further studies in the context of virtual reality (VR) tourism. This study also helps researchers design their future VR research in tourism by elucidating the roles of passive and active psychological responses in determining spatial presence.

研究目的

该研究构建了一个两步模型, 以检查被动（心理意象和沉浸）和主动（参与）反应如何通过构建空间情境在 360° 虚拟旅游中构建空间存在。 这项研究进一步测试了初次使用者和重复使用者在建立空间呈现感方面的差异。

研究设计/方法/途径

本研究应用系统抽样来收集数据。 使用 PLS-SEM 分析了来自 355 名参与者的有效数据。

研究发现

结果表明, 除了参与对空间存在的直接影响外, 空间情况部分地调节了两种被动反应对空间存在的影响。 通过对三种模型的比较分析, 本研究证实了两步模型可以提供更好的数据拟合。 对于重复用户来说, 空间情境是空间呈现感的主要来源。

实践意义

研究发现为目的地营销人员提供了建议, 以开发有效的虚拟旅游从而诱导重复用户和首次用户的空间呈现。

研究原创性

本研究为研究人员提供了一个两步模型, 以考虑空间状况在 VR 旅游背景下的进一步研究中的中介作用。 这项研究还通过阐明被动和主动心理反应在确定空间呈现中的作用, 帮助研究人员设计他们未来的旅游 VR 研究。

Citation

Wu, X. and Lai, I.K.W. (2023), "The psychological premise of spatial presence in 360° virtual tours: the role of the spatial situation in first-time and repeat users", Journal of Hospitality and Tourism Technology, Vol. 14 No. 4, pp. 523-539. https://doi.org/10.1108/JHTT-04-2022-0093